The Influence of Social Media on Consumer Behavior: A Cross-Cultural Analysis

Abstract

Social media has emerged as a powerful tool influencing consumer behavior and brand perceptions. This study conducts a cross-cultural analysis of social media marketing strategies and their effectiveness in shaping consumer preferences in Egypt and Germany. The research examines the role of influencers, targeted advertisements, and consumer engagement metrics to assess purchasing decisions. Findings suggest that cultural differences significantly impact online engagement, with German consumers valuing privacy and product authenticity, while Egyptian consumers prioritize influencer recommendations. The paper highlights best practices for global brands seeking to tailor their digital marketing strategies to diverse audiences.